In the age of digital media, it’s easy for audiences, consumers, and fans to feel like they’re seeing the same things being said and done in the same way. More now than ever, it has become clear that people desire authenticity above all. This is especially true among millennials — the soon to be largest spending consumer demographic. When millennials are introduced to a new brand or prominent figure in pop culture, they are quick to be skeptical. Therefore many millennials are more likely to be closely drawn to relatable brands and people.
Redefining Beauty and Its Products
Glossier has become a well-known brand in the makeup industry that has established a loyal community for many reasons. Primarily, it is their unique mission to allow their dedicated community to be part of the process and development of new products. In addition, the beauty company uses the feedback of its millennial audience to shape its designs by promoting conversations. This approach has created a “people-powered beauty ecosystem” and has allowed Glossier to become a leader in innovation and inclusivity in the beauty industry (Danziger, 2021).
Keep It Authentic, and Make It Fun
As previously mentioned, it’s challenging to come across relatable and enjoyable content in this day and age. Few content creators have been able to tap into the human condition by using the power of connection through a struggle to build a following. Emma Chamberlain has done just that without sacrificing her true self or overall wellness. She has gained her fans’ trust and, in many cases, cultivates parasocial friendships by being an accessible and relatable persona (Leskin, 2019). Chamberlain has paved the way for causal posting on social media through “bad” filming, a new trend for influencers with shaky camera angles and not-so-great lighting. Her filming and editing decisions allow her personality to come through effortlessly, making her relatable to many viewers. Chamberlain is a trendsetter and has contributed to the shift in what it means to be an influencer today. Her resonance with fans has helped her amass 15 million followers on Instagram, making her a celebrity. Using this momentum, she has launched several projects and a coffee brand — Chamberlain Coffee.
The Relatable Ethos
Now that we’ve covered what has helped Glossier and Emma Chamberlain make waves in their respective industries, let’s visualize the impact of a partnership. The beauty brand and social media influencer use transparency and authenticity to foster connections with their communities. These intimate relationships with customers and fans give them both an advantage over brands and other influencers who rely on retailers and platforms to help showcase their products and content. Tapping into Emma’s large audience and parasocial relationships with millennials could generate increased traction and interest in products from Glossier. What helped Glossier rise to its current status is the understanding that its customers wanted beauty advice from other women, not brands.
Apart from large followings and earnestness, the thoughtful makeup company and social media sensation share many brand elements. For example, Glossier makes some of the best makeup to achieve a natural, “no makeup” look, and Emma Chamberlain is often seen rocking this aesthetic. While Chamberlain has secured relationships with Louis Vuitton, she also has worked with Levi’s and PacSun, blending her celebrity status and natural, everyday girl essence. Emily Weiss, CEO of Glossier, has been described as someone who epitomizes the effortless “cool girl” image associated with the brand (Turk, 2020).
Glossier provides high-quality ingredients at an affordable cost. While the brand is more expensive than drugstore products, they’re not as expensive as most items you would find in stores like Ulta or Sephora. Social media influencers aim for consistency in their brand, making a relationship with Glossier an even more natural fit for Chamberlain. The partnership would also be an ideal match from a social media marketing standpoint. Emma Chamberlain is her own brand, and Glossier validates and authenticates its products through user-generated content (Danziger, 2021). This dynamic would be beneficial to both Chamberlain and Glossier. Direct, genuine connections with audiences have been shown to increase brand awareness and help brands reach new heights.
References
Danziger, P. N. (2021, December 10). 5 reasons that Glossier is so successful. Forbes. Retrieved April 10, 2022, from https://www.forbes.com/sites/pamdanziger/2018/11/07/5-keys-to-beauty-brand-glossiers-success/?sh=29a87d79417d
Leskin, P. (2019, November 25). The Life and Rise of Emma Chamberlain, the 18-year-old youtuber who has become one of gen Z’s most beloved celebrities. Business Insider. Retrieved April 10, 2022, from https://www.businessinsider.com/emma-chamberlain-youtube-career-life-net-worth-vsco-girl-instagram-2019-11
Turk, V. (2020, February 6). How glossier turned itself into a billion-dollar beauty brand. WIRED UK. Retrieved April 10, 2022, from https://www.wired.co.uk/article/how-to-build-a-brand-glossier
